Goody Professional Stocks | Flavors that Work Fast for Chefs
Goody Culinary Solutions (GCS) sought to introduce their new line of professional stock products to professional chefs in the Quick Service Restaurant (QSR) sector. The challenge was reaching time-pressured chefs with a clear message: that Goody's stock products, including Beef Flavored Powder, Demi Glace Powder, Chicken Stock Paste, and Chicken Stock Powder, could save them time without compromising on restaurant-quality flavor.
- Challenge
Chefs in the QSR sector are under immense pressure to deliver high-quality, consistent flavors quickly. Traditional stock making requires long cooking times, which is unfeasible in a fast-paced environment. The campaign's goal was not just to inform, but to encourage immediate action, getting chefs to try the products. The primary measurable target for engagement was a 20% Click-Through Rate (CTR).
Mobile-First, Action-Oriented Messaging
- Solution
The campaign strategy was designed entirely around the time-sensitive needs and professional perspective of the QSR chef.
Centric delivered a solution that focused on: Clear, Concise Messaging, directly communicating the time-saving benefits of high-quality flavors. The design was Mobile-First, ensuring the email could be easily viewed and acted upon in a short amount of time, recognizing that chefs are often on the move. The campaign used Chef-Centric Language, employing terms like "restaurant-quality flavors" and practical application phrases like "perfect for ramen" to ensure immediate relevance. Crucially, the email featured One Clear Call-to-Action (CTA), "ORDER NOW," to avoid overwhelming the busy chef and prompt immediate conversion action, either via orders or sample requests. The creative work stood apart by emphasizing Real-Kitchen Relevance and solving practical problems, rather than just listing product features.
Centric delivered a solution that focused on: Clear, Concise Messaging, directly communicating the time-saving benefits of high-quality flavors. The design was Mobile-First, ensuring the email could be easily viewed and acted upon in a short amount of time, recognizing that chefs are often on the move. The campaign used Chef-Centric Language, employing terms like "restaurant-quality flavors" and practical application phrases like "perfect for ramen" to ensure immediate relevance. Crucially, the email featured One Clear Call-to-Action (CTA), "ORDER NOW," to avoid overwhelming the busy chef and prompt immediate conversion action, either via orders or sample requests. The creative work stood apart by emphasizing Real-Kitchen Relevance and solving practical problems, rather than just listing product features.
Exceptional Engagement and Product Interest
Results
The campaign significantly outperformed its goals for engagement and demonstrated strong interest from the target audience15. The total number of emails sent was 5,75316. The Total Click-Through Rate (CTR) achieved 63%, which is exceptionally high and well above the industry average. The Unique CTR was also strong at 50.5% (representing 2,907 unique clicks), indicating that the content not only engaged recipients but spurred them to explore the products further18. The total clicks on product links reached 5,107, demonstrating that chefs were evaluating the stock range beyond a single product and were highly likely to convert into orders or sample requests.
63%
Click-Through Rate (CTR)
89%
Product Link Engagement
50.5%
